Neuro study shows outdoor advertising's impact, measured and ready to use

OMA and Neuro-Insight's 'neuro-impact factor' measures quality and impact of OOH in 2022 edition of MOVE system

Outdoor Media Australia (OMA) and its research partner, Neuro-Insight, are claiming to have found the holy grail of outdoor advertising in world-first results launched jointly today. 

The 'grail' is proof that advertising on both traditional and digital out-of-home (OOH) signs have the power to deliver emotional impact in a one- or two-second glance; that traditional OOH ads have as much impact as a 30-second radio commercial or 15-second TVC; and that evolving digital signs on average 63 per cent more impact than the traditional, unchanging format.  

OMA CEO, Charmaine Moldrich, said the research used a new qualitative measure, called the neuro-impact factor, which will be incorporated into next year’s edition of OMA’s audience measurement system, MOVE, to help business plan and buy media for their next campaign. 

Modrich described the research and the resulting new measurement as undeniable, scientific proof of the subconscious impact of advertising. At a glance, an OOH sign is sufficient for brand messages to elicit an emotional response that encodes into long-term memory - and can influence future behaviour. 

The research validates earlier studies showing memory and emotion are crucial to driving long-term memory encoding and also confirms other research that underlined that, when out and about, people are twice as alert as when indoors. 

Read more: MOVE looks to neuroscience metri

At the online launch, Neuro-Insight CEO, Peter Pynta, put it into a consumer context.

"If your brand wants to be part of a consumer’s future, it must get into long-term memory. Memory encoding or mental availability is a cornerstone of advertising effectiveness," he said. “What we’ve measured in our study is the building blocks to advertising effectiveness. [These include] mental availability, the probability that a buyer will notice, recognise your brand in a buying situation – which is triggered by life events, with details recorded into memory and fuelled by emotion.

“This research goes beyond the ‘how many’ part of the equation that comprises most mature media measurement. With the neuro-impact factor, we have brought in the dimension of quality in a scalable way. We finally have three parts of the triangle of reach, frequency and now impact [quality and long-term memory encoding] - and I hope the market shares our vision.” 

By measuring peak moments of long-term memory encoding and emotional intensity in the brain, Neuro-Insight was able to evaluate the impact of OOH signs on the audience. The study recorded more than 2000 people’s reactions to more than 800 signs in different formats, weighted so that results were not driven by creative. From this, it accumulated more than 1 million data points. 

Avenue C managing partner, Pia Coyle, said the OMA has simplified something which is complex and robust.  

“Boiling it down to one factor by format is going to help agencies to adopt it quickly,” said Coyle. “The methodology behind the study is thorough so we’re excited to bring the neuro-impact factor into the vernacular when talking about outdoor. We’ve always known there’s more to outdoor. Now we’ve got an extra dimension beyond reach, frequency, site-card, or location to bring that to life."

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here. 

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

3 things marketing leaders need to do to effectively lead hybrid teams

Many marketing leaders are scrambling to give their people more flexible work. And they need to: PWC’s Future of Work report showed 90 per cent of staff want some form of hybrid or remote workplace.

Scott Stein

Leadership consultant

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

Sign in